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+## OBJECTIVE
+Achieve 3,000 unit sales of "Midnight Heist" (debut thriller by Alex Rivera) on Amazon Kindle within 90 days through a targeted BookTok and Facebook Ads funnel optimized for impulse buys from suspense-loving readers.
+
+## TARGET AUDIENCE
+- **Primary segment**: Women aged 25-44, US-based, active on TikTok (BookTok) and Facebook, in thrill-seekers emotional state (stressed from daily life, craving adrenaline escape), at awareness-to-consideration buying stage (follow #BookTok, read 1-2 thrillers/month via Kindle Unlimited).
+- **Key insight**: They need to feel the heart-pounding urgency of the heist's first-chapter hook via 15-second video clips showing "what if your perfect life unraveled in one night?" to trigger immediate "read now" clicks.
+
+## TACTICAL PLAN
+- **STEP**: Create 10 teaser TikTok videos (15-30s each) clipping the book's opening heist scene with dramatic music overlays and text hooks like "She stole $10M... but at what cost?"
+  - **OWNER**: Agency video editor
+  - **TIMELINE**: Days 1-7 (Prep phase)
+  - **TOOL/PLATFORM**: CapCut for editing, TikTok for upload
+- **STEP**: Set up TikTok ad account, target BookTok interests (#ThrillerBooks, #BookRecs), launch video ads with "Read Free Preview" CTA linking to Amazon.
+  - **OWNER**: Agency ads specialist
+  - **TIMELINE**: Days 8-10 (Prep phase)
+  - **TOOL/PLATFORM**: TikTok Ads Manager, Amazon Associate links
+- **STEP**: Build Facebook lookalike audience from TikTok engagers, run carousel ads featuring book cover, 5-star mock reviews, and "KU Free Trial" button.
+  - **OWNER**: Agency ads specialist
+  - **TIMELINE**: Days 11-14 (Launch phase)
+  - **TOOL/PLATFORM**: Facebook Ads Manager, Pixel on author's landing page
+- **STEP**: Author hosts 3 live TikTok sessions reading heist excerpts, answering "plot twist?" questions, teasing bonus epilogue for reviewers.
+  - **OWNER**: Author (agency preps script)
+  - **TIMELINE**: Weeks 3, 6, 9 (Sustain phase)
+  - **TOOL/PLATFORM**: TikTok Live
+- **STEP**: Nurture top engagers (1K+ TikTok likers/commenters) via email with exclusive "heist survival guide" PDF tying to book themes.
+  - **OWNER**: VA
+  - **TIMELINE**: Weekly from Week 2 (Sustain phase)
+  - **TOOL/PLATFORM**: ConvertKit for email automation, TikTok export to CSV
+
+## CONTENT REQUIREMENTS
+- 10 TikTok teaser videos: 15-30s MP4, vertical format, royalty-free suspense music, 50-char text overlays; agency video editor produces.
+- 5 Facebook carousel ad creatives: 1080x1080 PNG images (cover + quotes + CTA), 100 words/copy per card; agency copywriter.
+- 3 Live session scripts: 500 words each, Q&A format with book spoilers avoided; agency strategist writes, author approves.
+- Email nurture sequence (4 emails): 300 words each, HTML template with PDF embed; agency copywriter, Canva for graphics.
+- "Heist survival guide" PDF: 5 pages, infographic style tying to book plot; agency designer.
+
+## SUCCESS METRICS
+- **Amazon Sales**: Track units sold via KDP dashboard; baseline 100/month, 90-day target 3,000.
+- **Ad ROAS**: Revenue/ad spend in Facebook/TikTok Ads Manager; baseline 1.5x, 90-day target 3x.
+- **TikTok Engagement Rate**: Likes + comments / views in TikTok Analytics; baseline 5%, 90-day target 12%.
+
+## RISK & MITIGATION
+- **Risk**: Low ad relevance scores tank delivery due to thriller genre fatigue on BookTok. **Mitigation**: A/B test 3 video hooks in first week, pivot to top performer using TikTok split-testing.
+- **Risk**: Author no-shows Lives, losing momentum. **Mitigation**: Schedule with 48hr reminders via Google Calendar and backup with pre-recorded reels.
+
+## BUDGET ESTIMATE
+$2,500-$4,000 (low: organic-heavy; high: aggressive scaling); single biggest cost driver: TikTok/Facebook ad spend ($1,500-$2,500).
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